Launching at the Apex

Typical Facebook campaign launches follow a traditional hype-cycle with the excitement rising up to a launch (where it peaks) and then decreasing all the way down, until it reaches a minimum constant level.

So, we have the sudden rise in hype with the help of emotional triggers and social advertising effects such as news feed ads, like campaigns, sponsored stories, contests, quizzes and small events targeting custom audiences we know have attended similar events before. These triggers are placed in such a sequence so as to raise the hype to a maximum level at the end of a major campaign sequence.

That’s when we ask fans to take specific actions pushing out of Facebook, into our the top of our sales and marketing funnel. But we don’t want to stop there – with this strategy we can have post-launch hype building and then well-timed smaller re-launches to ensure the hype curve always stays above the typical constant plateau before the main launch.

After closing the doors we can run a series of post launch events before moving into our relaunch phase. Simply put, everything we do in our business can be viewed as an event with a start, and end point. Every event should contribute to your brand story in some way or other, they’re also great opportunities to introduced referred leads into your marketing funnel.